SOURCE: Delaware North Companies

January 18, 2007 11:15 ET

Delaware North Companies Introduces State-of-the-Art Fan Store at TD Banknorth Garden

'FanZone' Provides Retail Home for Both the Bruins and Celtics

BOSTON, MA -- (MARKET WIRE) -- January 18, 2007 --The new FanZone sports merchandise store, located at TD Banknorth Garden in Boston, is a unique solution designed to fit the different needs and demands of Bruins and Celtics fans alike. Delaware North Companies, a national concessionaire and owner of the TD Banknorth Garden and the Boston Bruins, requested the innovative new store, which features both Celtics and Bruins merchandise, as a way to ensure that on any given game day 85 percent of the merchandise on display would be representative of the team performing.

"The ability to easily rotate the store's panels to transform it from being Bruins-focused to Celtics-focused really enhances the customer's shopping experience," stated Jerry Freed, regional vice president of Delaware North Companies Sportservice. "The new concept provides the customer with a much sleeker, more team-focused shopping environment."

The joint-venture design team of ICON architecture, inc. of Boston and Partners by Design of Manchuag, Mass., faced unique challenges both conceptually and physically. They had to design a store that requires quick changes of merchandise and features and sells products from two distinctly different sports teams.

Limited storage and operational costs made it nearly impossible to switch out the majority of merchandise on a daily basis. Working with Delaware North's retail team, ICON architecture and Partners by Design developed a rotating panel fixture for the perimeter system. This design allows FanZone staff to turn the face-out panels and top graphic panels to easily flip the merchandise and, within minutes, change the team brand of the store.

In addition, the FanZone storefront boasts a backlit acrylic panel system extending the full height and length of the storefront. The Color Kinetics lighting system allows the panel colors to change from yellow (Bruins colors) to green (Celtics colors), creating an intense and dramatic beacon within the concourse. Superimposed on the backlit panels, the corresponding team logos are projected onto the center acrylic section and wired to easily change with a flick of a switch; decorative hockey pucks and basketballs intersect the center panels.

The design team's response to this challenging plan was the creation of an innovative, eye-catching consumer environment that embodies the spirit and heritage of both Boston sports teams.

Inspired by various elements of both basketball and hockey -- such as netting, basketball hoops, goal posts, basketballs, hockey pucks, parquet flooring, and ice -- an architectural vernacular was developed. Conceptually, the store was divided horizontally into two segments, "air" and "ice." This led the design team to the use of a white seamless rubber floor with applied floor decals of Bruins hockey pucks and large nine-foot diameter basketball disks with Celtics logos suspended off of a black, opened-cell ceiling system. Whimsical cash wraps resemble hockey pucks and basketballs, and flat-screen televisions have been installed to add kinetic movement within the space with live feeds of the ongoing game.

About Delaware North Companies-Boston

Delaware North Companies, Inc.-Boston (DNC-Boston) is one of the country's premier providers of world-class sports, entertainment and hospitality experiences. As operators of Boston's TD Banknorth Garden, DNC-Boston serves more than 2.5 million visitors each year. DNC-Boston is a subsidiary of Delaware North Companies, Inc., one of the world's leading hospitality and food service providers. For more corporate information, visit For information regarding the TD Banknorth Garden, visit

About Delaware North Companies Sportservice

Delaware North Companies Sportservice has been a global leader in food, beverage and retail management for nearly a century. The company provides concessions, gourmet catering and fine dining operations at more than 50 professional sporting venues for Major League Baseball, the National Football League and the National Hockey League, as well as at entertainment complexes and convention centers across the United States and Canada. From the Stanley Cup Championships and Major League Baseball's World Series to the Olympic Games and world-class entertainment, Sportservice continues to set the standard for innovation, creativity and customer service excellence. Throughout its impressive history, Sportservice has kept its focus on the fans and evolved its facilities, operations and food and retail offerings to meet the ever-changing industry trends and consumer demands. Whether it's introducing healthier food selections and signature cuisine to fresh takes on traditional fare and new organic options, Sportservice is committed to taking the fan experience to a whole new level.

About Delaware North Companies

Delaware North Companies is one of the world's leading hospitality and food service providers. Its family of companies includes Delaware North Companies Parks & Resorts, Delaware North Companies Gaming & Entertainment, Delaware North Companies Travel Hospitality Services, Delaware North Companies Sportservice, Delaware North Companies International, TD Banknorth Garden and American Park 'n Swap. Delaware North Companies is one of the largest privately held companies in the United States with revenues approaching $2 billion annually and 40,000 associates serving half a billion customers in the United States, Canada, the United Kingdom, Australia and New Zealand. For more information, visit

EDITOR'S NOTE: High resolution photos of the TD Banknorth Garden FanZone store are available online at:

ICON architecture, inc. is a Boston-based design firm with 25 years of award-winning architecture and planning projects in the United States and overseas. The ICON environments team focuses on interior, industrial and graphic design for consumer environments, corporate spaces and residential interiors.

Partners by Design is a Massachusetts-based firm with more than 40 years of experience in the design and development of products for the sports, entertainment and hospitality industry.

Contact Information

  • For more information, contact:
    Kerry Hassen
    Delaware North Companies
    (716) 858-5016